Challenge
RWE has ambitions to support the UK’s net zero goals and committed to investing £15bn in renewable generation in the UK. The business is rapidly changing, and we are tasked with helping the RWE team tell its evolving story.
Insight
To achieve its aspirations and contribute to positive change, RWE needed to transform its narrative and reach strategic audiences to reposition itself in the UK as a leading supporter of the UK’s journey to net zero.
Supporting investment and development aspirations required better relationships with statutory, political and community stakeholders. RWE’s new strategy and its impact on the UK was largely unknown, and educating those with influence was critical. Positively influencing at a national, regional and local level was also on RWE’s agenda to secure a greater share of voice.
Strategy
Our approach was a sustained, multi-channel communications campaign to illustrate and reiterate the new brand and corporate strategy. Evaluation of the brand through the assessment of media and stakeholder sentiment gave us insight into share of voice, reputation and impact and, in partnership with RWE, developed a new corporate positioning strategy.
Amplify
Already an integrated part of the RWE team, we developed a highly effective programme revolving around digital and social content laid the foundations for reaching critical audiences. Videos, animations, and graphics, delivered primarily via LinkedIn, visually bring RWE’s story to life. At the same time, we developed thought leadership pieces to begin to build RWE’s profile. Such assets supported our high-level media relations campaign and stakeholder engagement strategy designed to secure the attention of those most influential in the space.
Outcome
The strategy achieved significant success for RWE, launching it onto the national stage, contributing to key conversations around renewables. We secured agenda-setting coverage in the Financial Times, Daily Telegraph and the Scotsman, and the BBC and Reuters. Significant exposure activity combined with a focus on high-level stakeholder engagement culminated in RWE holding a prominent role in the UK investment summit hosted by the Prime Minister. While further afield, we secured regional engagement with Welsh and Scottish devolved authorities and influencers.
Perceptions of the RWE brand shifted, it enjoys a greater share of voice and significant influence in relation to renewable generation in the UK. RWE is still on this journey and we continue to provide strategic and tactical support.
